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Ceer CEO James DeLuca
Saudi Arabia’s electric car firm Ceer has appointed former General Motors exec James DeLuca as the company’s CEO.

DeLuca has more than four decades of experience in the automotive sector, including senior leadership roles at both General Motors and VinFast.

DeLuca will oversee the development, manufacturing, and sales of Ceer’s portfolio of consumer vehicles with the aim of producing iconic electric cars complete with advanced technology features.

Ceer sets ambitious targets
Ceer is a joint venture between the Public Investment Fund (PIF) and Foxconn and is projected to contribute $8bn to Saudi Arabia’s GDP by 2034.

It will manufacture vehicles in Saudi Arabia. Each vehicle will be designed and manufactured in Saudi Arabia and tested to the highest global automotive quality control and safety standards. Ceer vehicles are scheduled to be available in 2025.

DeLuca led Vietnam-based car manufacturer VinFast as its first CEO, creating South East Asia’s first electric vehicle brand.

“Saudi Arabia recognizes the importance of the automotive sector when it comes to economic growth and job creation, and I am looking forward to shaping Ceer into a car brand that is admired by both Saudi consumers as well as the wider industry,” said DeLuca.

Prior to VinFast, DeLuca led General Motors’ manufacturing function across the globe, overseeing the company’s production processes while managing over 200,000 employees at 171 plants in 31 countries.

DeLuca said: “Ceer will help ignite Saudi Arabia’s automotive sector and create synergies of scale that the automotive industry will benefit from as more automotive manufacturing moves to the Middle East to make electric vehicles mainstream in the country and the wider region.”

Saudi Arabia has laid out a number of targets for its own automotive sector, with a focus on creating a sustainable industrial base that will contribute to the country’s GDP growth, promote the transfer of knowledge to the Kingdom and spur job creation.

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Ceer is a joint venture between the Public Investment Fund (PIF) and Foxconn
PIF, prepare to get screwed.
 

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This was the guy that shut down the Holden brand VinFast were their last hope, at the time he said wanted to genuinely work to help keep them open a going concern, strong Aussie $, new incoming Aussie Government withdrew the Holden life support machine money that was allocated for keeping Holden's heart beat ticking over, unions didn't want to budge on the big pay/staff cuts to save them, James DeLuca could not get Holden costs down to make it viable concern without making losses, the FWD Insignia never caught on in the sales numbers was about as much use as a chocolate tea pot as a Commodore replacement, so GM followed Ford & Toyota out of the Aussie back door.

It was James DeLuca at VinFast that wanted to save Holdens bacon that put the Aussie Lion to sleep, turned off Holdens life support machine. That sadly ended up another Aussie automaker black swan event.
 

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The English language isn't clear regarding the letter "C" pronunciations. How is "Ceer" pronounced? Is it a hard C (Keer) or a soft C (Seer)?
Most British people have a problem with pronouncing our UK chancellor's name they seem to use a missing C at the front of his name add it incorrectly, instead of the correct silent H they drop should use..
 

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[a] strong Aussie $, new incoming Aussie Government withdrew the Holden life support machine money that was allocated for keeping Holden's heart beat ticking over, unions didn't want to budge on the big pay/staff cuts to save them,
Sorry that is complete rubbish.

In fact the AUD was low during this time, competitively valued at around USD 0.70 cents.

Likewise incorrect is your claim that Government withdrew its existing agreed support, being their billion-dollar ATS (Automotive Transformation Scheme) which continued per agreement. And btw the principle part of ATS was that GM did agree by contract to remain manufacturing cars here until 2021 - what happened to GM’s part of that deal?

Furthermore, Holden’s loyal workers and their unions bent over backwards to assist. Towards the end, and with full worker and union cooperation, miserable GM even stooped to grind down their hapless employees onto half-pay..
so GM followed Ford & Toyota out of the Aussie back door.
Correction: Toyota was last to leave. And having a parent company that actually wanted to retain and assist it’s local arm, such as in their permitting and supporting Toyota-AU to export a whopping 40% of local production, lies in stark contrast to Holden and Ford.

It’s blindingly obvious that GM was intent to kill Holden production, along with any chance of the Elizabeth plant surviving. This included rejecting that well known rescue bid bid to purchase, from Belgian tycoon Guido Dumarey’s Punch Group:

It was James DeLuca at VinFast that wanted to save Holdens bacon that put the Aussie Lion to sleep, turned off Holdens life support machine. That sadly ended up another Aussie automaker black swan event.
Vinfast purchased Holden’s famous old test track & proving ground, Lang Lang. Not sure if they still own it?
 
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